The first time I stumbled across moo.com was on flickr. A little button below my latest uploaded pic which offered to print it onto business cards for me. I was intrigued, and I clicked.
The first thing that strikes you about moo.com is how simple and friendly it all is: the site design is light and airy without being too cold, coulourful, yet uncluttered and straightforward, and the tone of voice, my very favourite piece of the journey, is consistent from the tagline at the top, “we love to print”, to the emails you receive for confirmation and dispatch of your order. Below is an example:
I’m Little MOO – the bit of software that will be managing your order
with us. It will shortly be sent to Big MOO, our print machine who will
print it for you in the next few days. I’ll let you know when it’s done
and on its way to you.
Flickr users, listen up: Please do not remove the photos from your
account, or change their privacy settings, until your order has been
printed, or some pictures may come out blank.
You can track and manage your order at: [secure url]
Estimated Arrival Date: Mon 8 Mar 2010
Remember, I’m just a bit of software. So, if you have any questions
regarding your order please first read our Frequently Asked Questions
and if you’re still not sure, contact customer services (who are realpeople) at:
Little MOO, Print Robot
“We love to print”
See, it’s all about personality. Just take the tagline, We love to print. We = people, love = emotion, to print = action. The message is cristal clear: the people at moo.com enjoy their work, and care about what they do. What that tells me, the prospective customer, is that they are real people, that they are passionate about their work, and that they will take care of my order and get it right. And guess what, they did! The products were of top notch quality, dispatched on time, and the payment and order process was a breeze.
Actually, let’s take a second to talk about the ordering process.
Moo.com is linked to several well known sites, such as flickr, facebook and etsy. Just pop in your login, and your photos are all there, inside the moo interface, for you to drag and drop, rotate, crop, sort, etc. There are a few things that could be added to the process, but to be honest, it’s such fun to use, it doesn’t have to be perfect! Pricing-wise, they are very reasonable, with mini-cards starting from £11.99 for 100, and a range of other products. As far as I know, their mini-card format, double-sided colour print on high-quality card, is fairly unique.
To compliment that, they also develop the community feeling, inviting people to send in examples of the things they have done with their moo products, and in turn, they have acted on those examples to create new products, new opportunities for sales, of course, but also benefiting the customers because they respond to their desires. For example, a lot of people really loved the funky format of the minicards so much that instead of using them as business cards, they assembled them on their walls or in frames to create mosaic-like pictures and displays. And lo!, moo came up with the minicard frame, £19.99, specially designed so you can snap your minicards into place and rearrange at will. They are currently out of stock.
Moo has a blog, a twitter account, and so-on, but unlike most companies they talk like real people. Probably because they actually are. Seriously, check out the blog, there are some awesome examples on there of the power of moo’s products and the things you can do with them.
Admittedly, giving your emailing software a cute persona may not be suited to all companies, and the tone of voice is very much part of every brand and is therefore obviously very different from one business to another, but I think a lot can be learned from moo.com’s smooth, simple purchasing process and their lovely tone of voice. When you buy from them, and get that email from Little Moo (I think I’m actually a little bit in love with Little Moo), you just feel all warm inside, and you’re excited about receiving your products.
That’s when you turn a customer into a fan, and that’s how you get people writing blogs about how awesome you are.